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4 Great ideas
B Read this extract from a talk by the head of a Research and Development
Department. Then fill in gaps (1–6) with the correct form of a word partnership from Exercise A. Great ideas are generated in different ways. Sometimes an idea may simply be when a company takes advantage of an opportunity 1 ............................................ to .................. 2, to offer more choice to existing customers. Or a great idea could allow a company to .................. 3 which was closed to it before. Companies which are prepared to spend a lot on R&D may .................. 4 by having an original idea for a product which others later copy, for example Sony and the Walkman. On the other hand, some products are developed in response to customer research. They come from customer ideas. These products are made to ................. 5, to satisfy consumer demand. Or the product does something similar to another product, but faster, so it saves time. Some people will buy new products because the product .................. 6 – gives them a new, more upmarket image. Other people will buy any ‘green’ product which .................. 7 waste or .................. 8 the environment, even if it is more expensive. If an idea is really good and the product .................. 9 a gap in the market, it may even .................. 10 an award for innovation.
Vocabulary Verb and noun combinations Listening The Innovation Works Reading Three great ideas Language review Past simple and past continuous Skills Successful meetings Case study Fabtek
4.1 Now listen and check your answers to Exercise B. Listen carefully to the last part, and complete the new word partnerships in gaps 7–10.
A Which of the following statements do you agree with? Which do you disagree
Listening The Innovation Works
A Choose the correct answer for these questions in small groups.
Archimedes (287–212 BC), Greek mathematician
with? Why? 1 There are no new ideas. 2 Most of the best ideas are discovered by accident. 3 Research and development is the key to great business ideas. 4 There is nothing wrong with copying and improving the ideas of others. 5 The best way to kill an idea is to take it to a meeting.
B What should companies do to encourage new ideas? B
1 ‘Brainstorming’ is: a) a new way of dealing with business correspondence. b) a technique to help people produce a lot of ideas. c) a lively discussion among academics. 2 If something happens ‘out of the blue’, it happens: a) suddenly, when nobody expects it. b) whenever it is necessary. c) after a lot of preparation and planning. 3 eBay is: a) a website through which business people can network. b) a famous travel agency’s website that specialises in adventure holidays. c) a website where people buy and sell goods worldwide.
4.2 Kate Pitts is Head of the Innovation Works at Reading University. Listen to the first part of the interview, and decide whether these statements are true (T) or false (F). 1 The Innovation Works was set up to help the university interact with students more effectively. 2 Business people can use the Innovation Works for problem-solving and team-building. 3 They use special wallpaper that people can draw and paint on. 4 Not all people have a chance to speak during their brainstorming sessions. 5 They encourage people to look at problems from different points of view. 4.3 Listen to the second part and answer these questions. 1 What is the main difference between the two types of innovation Kate Pitts mentions? 2 What are two reasons why she thinks eBay is particularly effective? 35
Vocabulary Verb and noun combinations
A Match the word partnerships (1–6) with their explanations (a–f ).
1 to take advantage of an opportunity 2 to raise somebody’s status 3 to enter a market 4 to extend a product range 5 to meet a need 6 to make a breakthrough
a) to offer a larger variety of goods b) to do or provide something that is necessary c) to do something when you get the chance to do it d) to make an important discovery or change e) to start selling goods or services in a new area f ) to make somebody look or feel more important
▲ Kate Pitts
. . ... . .. . . .. . . .’ said PepsiCo India’s executive director of exports. .. . and the company wants local availability of citrus.. .. ... ... ... the farmers joined with the state government and PepsiCo of the USA to experiment with planting different varieties of citrus fruit from Florida and California... . 4 . . . . . Article 2 1 What examples of great business ideas do you know? 2 What makes a business idea a really great idea? Brainstorm as many points as you can.. . . ..... .. . . .. .... ..... 3 . . . .. .. . About 1... . 3 . . ...... .... ..... The dealership began charging a $10 entrance fee to anyone not intending to 15 buy a car or not bringing one in for service. .. .. and he is already working on his next venture. . . . the ‘Million Dollar Homepage’. Because of its high traffic and low prices. ..... . . .. beverages . ... . . Tew knows that this idea will only work once. .. 5 .... . ...... . . . ... . . . . . . including The Times newspaper and Yahoo.150 for a 612 Scaglietti. . .. .. . divided it into a million pix10 els (or dots). . . . . . . . ..... . . . . . ... . four decades of intense cultivation have led to a sharp drop in the underground water level and made the soil poorer. ..... . . . Twenty-one-year-old Alex Tew was looking for ways to raise money for his university studies.. ..... . . whose soil and weather are comparable with those of the Punjab... . .. . . 2 . .. .. ... . .. .. . ...... ... . . Student A: Read article 1... . . . . ..... . 2 .. . . . .. . An analyst observed 30 that it was interesting that people were paying to enter a car showroom. . he had sold about $400. . . . 1 food . .. ... .. .... .000 worth of pixels. .. . . . 5 . . .. . . . . ... . . 1 Internet advertising . .. .. For example PepsiCo’s sweet taste of success by Anita Jain I f all goes to plan... .. B Work in groups of three. . .. .. . . . . .. .... . .4 Great ideas 4 Great ideas Reading Three great ideas A Discuss these questions. the minimum purchase being 100 pixels. . . ..... . . . . . . . ... he had what he called ‘the perfect idea’: ‘simple.. . . . . . . . . of which a little 25 more than half are used models. . .. 1 Would you pay to visit a car showroom. . . .. . . . . Tew spent the money 15 generated by the first sale on promoting his website.. or any other showroom? Why (not)? 2 What projects are your government and global companies working on together? 3 What are the possible advantages and disadvantages of governments and global companies working together on projects? 4 Why do you think Alex Tew’s idea received some criticism? 37 36 . ....500 people a day 5 were trooping in to admire the Ferrari and Maserati sports cars parked on the showroom floor. Because of this. ... .. . . . .... . .. . . .... .... . . ... . . . . . .. .. .. . . .. . catchy and cheap’.. . . . . . A quarter of Punjab State’s agricultural revenues could come from citrus by 2015. ..... . For PepsiCo and other Western food companies this kind of initiative is the key to long-term competitiveness in one of the world’s fastest-growing consumer markets. .. ... . He opened a one-page website. local officials estimate. . . D Discuss these questions in pairs..... .. . .. . .. ... .. Make quick notes in answer to the questions below about your article.. . ... . ... . .... . .. . With about one-fifth of the daily visitors claiming to be prospective buyers..... However.... . . .. ... . ... and Tew became a millionaire.. 1 2 3 4 5 What industry sector is the article about? What is the great idea? What makes the idea unusual? What problem does this idea solve? What are the benefits of this idea? Student A Penske-Wynn 25 5 30 10 35 15 40 Student B PepsiCo Student C Million Dollar Homepage 20 1 car . . . ...... ... . . .. . . . . . . . . . .. ...... . . In August 5 2005.. . . . .. . . ... .. . .. .. .. ... . . . . . . .. It results in an increase in sales and profit. . . Staff spent as much time on 10 crowd control as selling cars. .... Prices for the cars range from $170..... ... In late 30 January 2006. . . . .. . .. ..... ... . . ... . . . .. . . . . . while General Motors almost had 35 to pay people to come to its dealerships.. . . . ..... .. .. .. . Farmers in the northern Indian state grow mostly wheat and rice. . .. 20 the dealership could bring in close to $100. .... . 5 . ‘The government wants diversification. . . . . . ... . .. .. 3 . . .. . ... . .... ..... . .... .. . . . . . . . .. . . the last pixels were sold. . .. . ... .. . . ..dealership . . .. .... . ..... Student B: Read article 2.. . . .. . .. . and . . . Student C: Read article 3. . .. He sold his pixels for one dollar each. . .. After a couple coverage.. . .. . . . . . . . . . . ... ... 4 . . .. Florida’s sweetest and juiciest oranges will soon grow in Punjab.. .. 2 . .. .. . .045 for a Ferrari F430 coupe to $254. .. .. . .. .. . . . 35 but he says he has learnt a lot about business. . . . .. . . .. .. . ... . .. ... . . Million Dollar Homepage 20 of months of intense media by Kate Mackenzie C Ask your partners the five questions in Exercise B and make notes as you listen. .... . .. . . . . . .. . .... .. . ... . .. .. .. . . .. .. . .. .... the farmers want higher income. .. 4 .. . ..... .. . . Article 1 Ferrari attraction by Bernard Simon The Penske-Wynn car dealership in Las Vegas had a problem when it opened...000 a month in admission fees – as well as selling 20–30 cars a month. . . . ... . . . .. ... ........ . . . ... . . his site 25 was in great demand among companies that needed advertising space. . .. . . . . .... . ... . Article 3 . ........ . . . and sold the space as advertising.
........... . ..... . . I .. 7 by specialist stores. . who was born in Poland in 1877.. .. is also the name of the inventor of those cosmetics. 6 we should start with the specialist stores.. Can I say something? Asking for comments What do you think? How do you feel about this? Changing the subject Let’s move on now to … The next item on the agenda is … Clarifying What do you mean by …? Sorry. .. .... In many parts of the world.......... 4. Stating the aim The main aim of the meeting is to … The purpose of this meeting is to … PARTICIPANTS Giving opinions I think … I’m in favour of … Making suggestions Perhaps we should … We could … Agreeing I think you’re right. . .. What .. .. ... Never have food or drink during a meeting. .... a) Our company was selling products online long before all its competitors. The story goes that one day. . .. B Now complete the second part of the story with either the past simple or the Nadia Katharina Inge Julia Inge past continuous of the verbs given.. At the end. Katharina Inge Kenneth form of the verbs in brackets. .... ..... I (totally) agree. .. ..... .. . Summarising OK.. . 141. I’d say. ....... Listen to the meeting. .. .. . .. .. He .. . .... Freestyle has developed a new tennis racket called Worldbeater... .. It has developed a new product... Julia? Useful language CHAIRPERSON Beginning the meeting Can we start please? Right.. Let’s get back to the point..... ... ... By the time he ..... 8 (visit) his salon. . it was while Max .. 1 (worked / was working) as an apprentice to a pharmacist. . . A meeting must always have a leader. People go on holiday then.... as in example b). (I’m afraid) I don’t agree.. . Then answer these questions.. (past continuous) b) We were trying to produce a new design when suddenly we had a great idea... . . ..... 5 a minute. ... .....4 Freestyle is a sports equipment company....... The Marketing Department holds a meeting to discuss a strategy... Role cards are on pages 137. (create) a new kind of make-up for cinema actors in Los Angeles.. 2 (perform) for them. ... . 6 (live).. . 1 What are the two aims of the meeting? 2 Why does Katharina want to launch the goggles early in the year? 3 Which months for the launch do the participants discuss? 4 Which types of shops does Julia want to target? E Role-play. . ... .. .. as in example a). ... 2 about February. Katharina. .... .. It will be launched in the US. . ... .... as in example c)... .. 3 (appoint) Max Factor the cosmetic expert for the royal family.. . a pair of swimming goggles which adapt to each person’s face and eyesight. . Yet few people know that Max Factor.. . I thought we were talking about the launch date. Always start and finish a meeting on time... . .. . mixing all kinds of potions.. .. .. . the chairperson.. .. . ..4 Listen again. . That’s where most swimmers buy their goggles. . .... .. not about promotion or price.. the chairperson should summarise your decisions.. • We use the past simple to talk about actions or events that we see as completed. Then hold the meeting. page 121 A Read the first part of the Max Factor story and complete it with the correct C 1 2 3 4 5 6 7 8 D 4.. . . .. .. . Interrupting Hold on (a moment).... what do you think? OK... ... 4. that he . uses. I think on balance we agree … I want us to talk about sales outlets now. ... .. .. 3 we . let’s summarise. some members of the Russian nobility .. .... . .. . let’s recap … Skills Successful meetings A Which of the following do you agree with? Why? 1 2 3 4 5 6 B The best number for a meeting is six people or fewer. .. At a formal meeting each person should speak in turn... .. . . how do you feel about this? You’re right. . .. selling a range of handmade cosmetics.. . Tick the expressions which Inge. There’s a gap in the market for our products.. • We use the past continuous to talk about something that was going on around a particular time in the past. . The Marketing Department held a meeting to discuss the launch of the product. let’s hear a few more views. 2 (developed / was developing) an interest in cosmetics..4 Great ideas 4 Great ideas Language review Past simple and past continuous Study these examples.. .. . You should sit round a table when you have a meeting.. . • We often use the past continuous to describe an action which was already in progress when something else happened. ✓ Can we start. . ........ Katharina. .. . (past continuous) (past simple) c) Last year.... we spent a lot on advertising and so attracted lots of new customers. .. . Kenneth. Why wait any longer? . So they .. . . 3 (lived / was living) in Moscow when he .. . what’s your opinion? Mmm.. 4 in May or June. (emigrate) to the USA.... Max Factor has become a famous brand of cosmetics........ 7 (introduce) his products to the public.. I don’t quite understand. ........ . 38 140..4 Listen to the meeting again and complete these extracts.. . . .. He .... .. In 1904.... .. . .. . .. . The price should be high... where he ... .. Work in groups of up to five people........ 1 (notice) the beautiful make-up worn by some travelling theatre actors who . .... 4 (opened / was opening) his own shop. It’s a bit early in the year.. . .. at least £50. .. 39 .. 143 and 144. 4 5 favour I’m in ....... … Which outlets do you think we should target? . (past simple) (past simple) Now read through these rules.... . Disagreeing I don’t know about that.... 1 of February or March... It is light but gives players increased power and control... Nadia.. please? The purpose of this meeting is to decide the date of the launch.. .. .. OK everyone. ... Factor ....... all major actresses . let’s begin. .... . Right.... Read your role card. .. Apparently. . . .. I ....
8 using Protean. 1 ‘Dazzle’ – A range of shoes for young women Selling points: • Light and comfortable – adapt to the shape of a person’s foot • Their colour can be changed at any time • Shiny.. . . .. . . It has produced a revolutionary type of fabric called Protean.. . . . . . . . . . . Gadget has designed and developed many bestselling electronic. . . company presentation and complete the fact sheet about Protean. 6 other manufacturers to produce new products with Protean. 4. can be made very thick. . . . . . . . PROTE AN FACT SHEET P ROT E A N’S M A I N F E ATU R E S 1 Made from fibres . 7 which has created some . .000 products and a worldwide network of sales ofﬁces. . 2 It is very soft to the touch. . You are a member of Gadget’s Product Development Department. . . 1 nylon and polyester. • Wants to increase sales by .com Protean Development CASE STUDY We are looking for partners to manufacture products using Protean. . . . . .. Fabtek contacted Gadget Plc. . . . . . . . . . .. . a . . . . . a company with over 2.. . . We invite you to send us three concepts for new products in the following form: 1 2 3 4 5 6 7 A description of the product Its selling points Ways in which the product is really new Its target consumers and main buyers Price which will attract the most buyers Places where you can sell it An advertising and promotion plan Introduction Fabtek is a small company based in Hamburg. . . .weber@fabtek. .4 Fabtek 4 Great ideas An opportunity for Gadget Plc Recently. . . . . .anderson@gadgetplc. . . 5. . . • Already has a licensing agreement with Azra. . . … 41 . .. Use up to three words each time. . . . 2 through. . Discuss the advantages and disadvantages of each proposal. . . . . Fabtek has asked Gadget to come up with new ideas for using Protean. . Here is an extract from an e-mail which Fabtek’s Chief Executive sent to Gadget’s Development Manager. . . Outline the product’s key features and say why it presents a commercial opportunity. . 4. . The Chief Executive of Fabtek has asked you to write a short report on one of the products you have chosen. . or so thin that it can let some . . . . . .. It also looks at its key selling points and examines its commercial potential. . . household and automobile products. .. . . . . innovative products. We want to work with firms that are creative and which can design exciting. . . . . . 3 Can be made in any . . .. . . . . . . Use the points in the e-mail as a guide. . 1 Hold a meeting to propose ideas for exciting new products which use Protean. . . FA BT E K ’S F UT U R E PL A N S Writing You are a member of Gadget Plc’s Product Development Department. . . .de p. . smart and very durable • Ideal for dancing 2 Protean steering wheel Selling points: • Better grip for drivers • Safer than all other steering wheels • Very pleasant to the touch • Low production costs 3 Protean watch straps Selling points: • Waterproof and easy to clean • Anyone can wear them – non-allergic • More beautiful than other straps • Light up in the dark Task Work in small groups. . 3.. . m. . . . Writing file page 135 GADGET Plc New Product Development Team • Fabtek believes that Protean has great . and also . . 40 REPORT Introduction This report lists the key features of an exciting new product made from Protean.5 Listen to an excerpt from a Here are three of Azra’s award-winning products. 2 Choose the three products which you will propose to Fabtek in order to get a licensing agreement. . . . . . .
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